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A Remarkable Retail Media Milestone
At a lively retail media panel, leaders convened to discuss a groundbreaking campaign. A collaboration between MixIn by Endeavour Group, Criteo, and Amperity, it introduced the region’s first closed-loop attribution solution. This innovation linked verified in-store sales directly to digital advertising efforts.
Solving the Attribution Conundrum
Hayley Robinson, head of sales & GTM retail media at MixIn, shed light on the attribution challenge. Retailers face the dilemma of safeguarding customer data while delivering personalised experiences. MixIn, as part of Endeavour Group, manages 185 million shopping trips annually, spanning 1700 locations. It operates two websites with five million unique visits per week, amassing $10 billion in transactions annually. The enormity of data makes seamless integration a daunting task.
However, partnerships are invaluable. “We can’t do it alone,” Robinson noted, emphasising the significance of collaboration for compliance and customer experience.
Meredith Lewis-Jones from Vinarchy Wines described the complexity brands face. With over 250 SKUs, media buying becomes intricate. Different trade promotions and retail media blur the attribution picture. Closed-loop attribution emerges as the solution to this jumble, offering clarity into profit drivers.
The Ingenious Solution
Bel Lloyd of Amperity highlighted how this solution stands out. “It’s the first such effort in the region,” she noted, explaining their data unification and identity resolution platform. It ingests data from 40 sources, ensuring compliance and providing the requisite customer IDs and transaction data.
The technical breakthrough was delivered swiftly, taking merely five weeks. This agility establishes a new industry standard, enhancing the speed of value delivery.
Swift Implementation and Impact
Jess Truesdale from Criteo emphasised the operational speed advantage. With robust data, brands can track in-store activity within days. Flexible attribution windows allow real-time campaign optimisations.
The ability to adapt quickly translates into business success. Changing customer behaviours and retail structures demand timely insights, something this solution delivers brilliantly.
Transforming Stakeholder Conversations
For Vinarchy Wines, the innovation has transformed internal discussions. Lewis-Jones explained the profound impact on category teams. “We can now assess SKUs viewed in-store even if not sold online,” she shared. It bridges online and in-store transactions, offering insights previously unavailable.
Profitability, rather than return on ad spend, now guides commercial talks. This revelation simplifies conversations with key stakeholders.
A Fresh Perspective on Performance
Vinarchy experienced a performance metric surge overnight, doubling initial expectations. This uplift highlights the solution’s efficacy across all sales, not just the 15% online.
The Final Word
The partnership between MixIn, Criteo, and Amperity exemplifies progress in retail media measurement. It swiftly delivered the first closed-loop attribution at scale, linking digital ads to in-store sales for Endeavour Group.
Vinarchy Wines has validated this approach, witnessing overnight performance growth. Digital campaigns now influence in-store purchases positively, reshaping conversations across teams.
In summary, this collaboration proves that rapid, strategic partnerships can significantly affect retail media’s role in sales and business decisions.
